What is corporate communication?
We explain what corporate communication is and what its elements are. In addition, how it is classified and why it is effective.
It is important the communicational management taking into account the objectives of the company.
Corporate communication is a process that establishes an organization and consists of transmitting information and knowing the response of the audience receiving the message.
To this end, it develops actions that allow the organization to connect with its (internal communication) or with an external public (external communication) in order to improve the relationship between them.
Corporate communication is one of the strategic tools that allow a company, for example, to achieve a good position in the market or improve the relationship between its members.
As the organization grows and the number of employees and customers increases, it is increasingly important to implement good communication management, taking into account the objectives of the company, the organizational climate and unforeseen or crisis situations that may occur in the environment and impact on the organization.
Elements of corporate communication
Strategic planning is the adaptation of the idea to be communicated.
Corporate communication, like other types of communication, requires elements to achieve its objective, and these are:
The communication professional. It is the one that represents the sender (organization) that seeks to communicate with others and is the one who initiates the transmission of the message.
Strategy planning. It is the adaptation (or endocodification) of the idea to communicate, through an appropriate language for the recipient of the message.
The message. It is the information that the receiving public will receive.
The communication channel. It is the vehicle by which the organization delivers its message to the recipient and may be through one or a combination of several channels, in order to reach the entire audience of interest.
The receiver. The public that receives the message (one or more people) and reacts to it.
The decoding process. It is the interpretation made by the recipient of the message and it is the moment in which the communication strategies show whether they were effective or erroneous.
Measurement of results. It is the response (or feedback) of the audience that received the message (the non-reaction is also a response to take into account because it shows the disinterest of the recipient, which allows opting for another strategy or other content to communicate).
Types of corporate communication
Internal communication makes it possible to create and maintain good relations with its members.
The types of corporate communication that an organization performs are classified into:
Internal communication. It is the set of activities that allows you to create and maintain good relations with its members for information purposes (about tasks and instructions), motivational purposes (stimulation to optimize work performance) or to promote good relations and values (based on business culture).
External communication. It is the set of strategic actions directed to the external public of the organization with the aim of maintaining or improving the corporate image, promoting products or services or increasing the number of customers.
To ensure successful communication, the organization needs to know the different factors involved, such as the characteristics of the external public, the socioeconomic situation of the environment and the companies that are part of the competition, among others.
Effectiveness of corporate communication
The effectiveness of corporate communication, both internal and external, will depend on two stages:
- The ability to plan strategies (prior to the delivery of the message).
- The analysis of the results (after the message has been sent).
In this way, the organization will have concrete information about the impact of its message.
If the communication objective has not been achieved, the company may have important information for a new decision making in relation to its communication strategies.